JUST SOLD - IN CONTRACT IN UNDER 2 WEEKS!
This home had previously been on the market for 3 months with another agent and did not sell. When we took over the listing, we implemented a strategic refresh and repositioned the property to appeal to today’s buyer.
We made a few cost-effective yet high-impact updates that transformed the home’s presentation and market response. With a new pricing and marketing plan, we launched at exactly the right moment during San Francisco’s busy fall market.
The result? In-contract in less than two weeks. In this post, I’ll share the four key pillars that led to this success — insight homeowners can use to maximize ROI and sell faster in the San Francisco housing market.
1. Home Preparation
The sellers had a specific price in mind for their home, and our goal was to help them achieve it. After walking through the property, we provided a tailored list of recommendations designed to align with a $3M price point and generate the highest possible return on investment. From there, the owners chose which updates to move forward with based on their budget and our timeline to debut during the fall market.
Even subtle adjustments — like the brand of appliances, and paint color/finish sheen — can make a tremendous impact on how buyers perceive a home’s quality and overall value.
Below are a few of the cost-effective yet impactful updates that made the biggest difference in elevating the home’s presentation when our team reintroduced it to the market.
- New staging for elevated appeal
- Updated paint (all walls & banisters)
- Upgraded Bosch appliances
- Replaced door hinges/hardware for cohesive look
- LED mirror in primary bath
- New cabinet paint color in kitchen & primary bath
- New light fixtures in dining & breakfast area
- Main level powder room refresh (new light fixture, mirror, added towel bar and paint)
- Added landscaping & irrigation
2. Timing
San Francisco real estate has always been highly seasonal. Historically, there are two peak windows in spring and two in fall when the highest number of properties go into contract.
When we met the owners in August, we immediately recognized we were in a time crunch to prepare the home and launch during the peak of our fall market surge. To stay ahead, we built a detailed timeline for each phase — from pre-listing home preparation with vendor coordination aligning with our 3-Phase marketing plan.
Every decision was aligned with this timeline to ensure we captured the market at its most active and competitive moment.
3. Pricing Strategy
A pricing strategy depends heavily on current market conditions, timing, the property’s condition, and comparable sales. It’s important to note that adjusting the price publicly while your home is active can negatively impact perception and trigger buyer hesitation. Attached below is a full picture of 302 Warren's time on the market.
If you have a specific price in mind for your property, we can quietly test it off-market to gauge interest without risking public price drops that can hurt momentum.
For 302 Warren, we tested the price off-market and gathered valuable feedback from top agents before launching at $2.950M.
In Forest Knolls, a niche neighborhood with few sales over $2M, pricing just under $3M represented transparent and strategic positioning.
4. Marketing
Our 3-Phase Marketing Strategy (Compass Private Exclusive → Coming Soon → Active) is designed to build momentum before a home hits the market. Just as top brands test products before launch, listing your home not once, but three times allows us to test pricing, gather feedback, and create early demand—all without the risk of public price adjustments.
We take marketing beyond standard exposure. For 302 Warren, we ran a five-day COMING SOON targeted digital ad campaign across Google, Instagram, and Facebook, generating 7,980 impressions and 62 clicks before the home was listed active on the MLS. That’s nearly 8k new eyes on the property building anticipation for its official launch.
From a luxury brochure that buyers hold onto, to a walkability map that reframe perceptions of the Forest Knolls neighborhood, to a bespoke video with voiceover narration that showcased the home’s high ceilings, natural light and lifestyle — every marketing asset was designed to make a lasting impression and tell the home’s story.
(See below how our team's marketing outperforms a standard agent)
